Netflix launched its ad-supported plan in November 2022, and it was quickly a success. It must be said that the streaming service regularly increases the prices of its other ad-free subscriptions, avoiding touching the prices of this new offer, which therefore automatically gains in appeal. Even if Netflix can't help but raise its prices from time to time, as we experienced in France last month.
Today, the ad-supported subscription has 94 million customers, almost a third of Netflix's 300 million subscribers. The growth in the number of ad-supported subscribers is meteoric: +34% since last November! There were 40 million in May 2024. Half of the new subscribers opt for this plan.
The platform intends to step up its efforts and make itself ever more desirable in the eyes of advertisers. During the second annual presentation to the latter, Amy Reinhard, president of advertising, specified that subscribers to the ad-supported plan spend approximately 41 hours per month on Netflix.
"If you compare us to our competitors, the attention we capture is higher at the start... and it stays that way until the end," she added. And these subscribers are "as attentive to the ads broadcast in the middle of the programs as they are to the series and films themselves," the executive affirmed. As a result, the service will launch new formats to better sell subscribers' available brain time.
Starting next year, not only interactive but also AI-generated ad formats will be broadcast in the middle of content and during reading breaks (yes, there are ads here too). Viewers should therefore expect more dynamic, more targeted solicitations... and perhaps a little stranger too. Because while AI can sometimes surprise, it can also produce visuals that are, to say the least, confusing. Advertisers can only hope to avoid ads with six-fingered hands or slightly fixed gazes.
Source: MediaPlayNews
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